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The Brand-Driven CEO: ...
David Kincaid
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The Brand-Driven CEO: Embedding Brand Into Business Strategy

3.50  ·  Rating details ·  2 ratings  ·  2 reviews
The Brand-Driven CEO demonstrates how senior leadership can use their brand to align and guide the behaviours, decisions, and operations of their entire organization and drive brand and shareholder value. Author David Kincaid delivers practical assessments and game plans for senior executives and managers across functional areas, clarifying the confusion between brand and ...more
Hardcover, 208 pages
Published October 15th 2020 by Rotman-Utp Publishing
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Karren Hodgkins
Oct 18, 2020 rated it liked it
I really agree with the principles underlying the content of this book. Alignment and integration make total sense. Consistent delivery is critical to brand promise and so it makes sense that they are aligned to the external ie:customers/stakeholders, as opposed to internal efficiencies.

There are many corporate examples. The one I found really helpful was LEGO. Sadly it took them coming close to bankruptcy for them to re-invent themselves, to refocus and determine that the core product , the pla
Aug 07, 2020 rated it really liked it
This is a very comprehensive book on how a brand of CEO of a company (actually regardless of company's size) is influencing internal company's balance and performance as well as external company's perception. It is not always obvious that a brand of company's CEO can be a part of company's brand and I have seen many times this was neglected. I recommend this book for anyone on an executive position. If you start your own company, think of your brand as a CEO from day one.
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